Key takeaways
- Format: UGC 'this or that' flavor comparison
- Best for: Brands with two or more popular flavors or variants
- Hook: A question invites comments, the answer sells both
- Reuse it: Pose a two-option question about your variants, then answer 'I keep both'
Available sizes
What is a UGC ad?
A UGC (user-generated content) ad looks like something a real customer posted: phone-quality photos, casual wording and a personal point of view. Because it blends into the feed and reads as genuine experience, it often earns more trust than a polished brand ad.
See all ugc ads →Why this ugc ad works
- 01
Question drives engagement
'This or that' prompts people to comment their pick, boosting reach.
- 02
Answer increases basket size
'I keep both stocked' casually suggests buying two.
- 03
Golden-hour authenticity
Natural sunlight and casual styling feel like organic content.
- 04
Both products shown open
Viewers see the texture and sauces, making each flavor tempting.
Full creative breakdown
Who this ad targets
Young, social-first food lovers (20–38) who discover products on TikTok and Instagram, enjoy snack plates and 'girl dinner' trends, and like trying new flavors. Also existing Fishwife fans who've only tried one mussel flavor. Use for TikTok and Reels prospecting, Spark Ads from creators, and cross-sell retargeting to past buyers of one flavor. They value ethically sourced, premium food from a female-founded brand and happily pay more for flavor, design and quality than for standard supermarket tinned fish.
Copywriting analysis
The copy is written in a creator's voice: lowercase, conversational and short. It opens with a dilemma – 'basil pesto mussels or sweet pepper + garlic?' – which instantly frames the ad as a relatable choice rather than a sales pitch. The punchline 'I keep both stocked.' resolves the tension and models the desired behavior of buying multiple tins. It implies habit and repeat purchase. The '+' sign and lowercase style match native social text. There's no hard CTA on screen, which keeps it authentic; the platform button handles conversion.
Visual design
Warm golden sunlight and a wooden table create a cozy, aspirational home vibe. The two tins form a diagonal from bottom-left to center-right, with boxes behind adding color and context. The text overlays sit in the upper-middle area in native caption boxes, keeping product visible and avoiding UI zones. The small matchbox adds a playful, lived-in detail.
How to adapt this template for your brand
- Pick your two most popular variants.
- Open both on a table in natural, warm light.
- Overlay a lowercase 'this or that' question.
- Answer it with 'I keep both' or similar.
- Post as a creator or Spark Ad and reply to comments.
Tips for food ads on TikTok
This format thrives on TikTok and Reels as organic-style content; boost it via Spark Ads or Partnership Ads. Pin a comment asking 'Team pesto or team pepper?' to fuel engagement. Keep video under 8 seconds with a slow push-in on each tin. On Meta, pair with a bundle offer for two flavors to convert the 'both' message into a higher AOV.
About this creative
A vertical 9:16 UGC-style shot of a round wooden table in warm afternoon sunlight with long, soft shadows. Two open tins of mussels sit in the foreground: one with dark mussels in green basil pesto, the other with mussels in a red sweet pepper and garlic sauce. Their yellow illustrated boxes – 'Basil Pesto' and 'Mussels with Sweet Pepper & Garlic' – lean behind the tins, and a small colorful matchbox with a rainbow illustration sits nearby. TikTok-style text overlays read 'basil pesto mussels or sweet pepper + garlic?' in a white box, and below it in a black box, 'I keep both stocked.' The lowercase, casual text and golden-hour lighting make it feel like a real person's snack moment, not an ad. It frames the purchase as a fun personal preference and then nudges viewers toward buying both. Fishwife's signature illustrated packaging and warm brand palette make the creative instantly recognizable in a busy feed.
TikTok ad · 1200 × 1200 · Food
Basil Pesto or Sweet Pepper? Fishwife Mussels UGC Ad
This Fishwife UGC ad shows two open tins of mussels – basil pesto and sweet pepper & garlic – in warm sunlight on a wooden table. A 'this or that' question with the answer 'I keep both stocked' drives engagement and multi-unit buys. Great for brands with two or more popular flavors.
Added
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Details
Ad copy
Primary text
Basil pesto mussels or sweet pepper + garlic? Honestly, I keep both stocked. Which team are you? 👇
Description
Two mussel flavors. Why choose?
On-image text
basil pesto mussels or sweet pepper + garlic? | I keep both stocked.
Headline ideas for this template
- 1Team Pesto or Team Pepper?
- 2Why Choose? Keep Both Stocked
- 3The Great Mussel Debate
- 4Two Flavors, Zero Regrets
- 5Pick One (Or Don't)
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
